BAPE turned 50 shirts into a billion-dollar empire... here's how

What up,

Ever wondered why BAPE can put their logo on anything and watch it sell for crazy money?

Well, you're about to know.

I studied BAPE's playbook, and it's genius—they turn regular hoodies into things people will camp outside stores for.

Here's how they built a billion-dollar brand by making people want what they can't have.

1. Make Less Stuff: 

BAPE started by making only 50 shirts per week. 

They gave half away to cool kids in Tokyo for free. 

This made everyone else want them more.

Your move: Make half as much product. Give some to local influencers. Watch people fight over what's left.

2. Put Things Behind Glass: 

BAPE stores keep clothes behind glass like they're diamonds. 

You have to ask just to touch them. 

This makes everything feel super rare.

Your move: Make people work to see your stuff. Use passwords, invites, or countdown timers. Make it feel special.

3. Team Up With Cool People: 

BAPE worked with artists like KAWS. 

Their old collab from 2005 still sells for $2,000+ today. 

They don't just make clothes—they make history.

Your move: Partner with gamers, artists, or anyone with fans. Their audience becomes your audience.

4. Get Into Music: 

Biggie, Pharrell, and Kanye all wore BAPE. 

The brand didn't pay them—they just made friends and gave them custom pieces.

Your move: Find your culture. Get your clothes on the right people naturally. Build real friendships, not just deals.

5. Use Old School Cool: 

When BAPE got boring, they brought back vintage American style. 

Old stuff made new again.

Your move: When your brand feels stale, add throwback vibes that remind people of being kids.

TRICKS TO STEAL:

• Give away 25% of drops to influencers who'll hype you up 

• Use glass cases, timers, or member-only access to show rarity 

• Partner with people outside fashion to reach new fans 

• Get into a culture through real relationships, not just money 

• Mix old-school nostalgia into new designs

Try just one of these for your next drop and watch people go crazy for your brand.

Catch you on the next drop,

Abdullah (Founder & CEO, Stitch Grow Co.)